PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS NASABAH PADA KANTOR PT. PEGADAIAN CABANG UPC BARAKA, KABUPATEN ENREKANG

Authors

  • Anugrah Anugrah Universitas Muhammadiyah Makassar
  • Buyung Romadoni Universitas Muhammadiyah Makassar
  • Chairul Ihsan Burhanuddin Universitas Muhammadiyah Makassar

DOI:

https://doi.org/10.36272/jes.v15i1.497

Abstract

This study aims to determine the effect of service quality and promotion on customer loyalty at PT. Pegadaian UPC Baraka. The background of this research is driven by fluctuations in the number of customers and the effectiveness of marketing strategies. The method used is quantitative associative with a population of 2,400 active customers in 2024. The sampling technique utilized the Slovin formula with a 10% margin of error, resulting in 96 respondents. Primary data were collected through questionnaires, while secondary data were obtained through the company's internal reports. Data analysis was performed using parametric statistical tests, including partial (t) and simultaneous (F) tests. The results showed that partially, service quality has a positive but insignificant effect on customer loyalty (t count 0.935 < t_table 1.661; sig 0.352). This is because customers prioritize the speed of fund disbursement over service aspects. Meanwhile, the promotion variable has a positive and significant effect on loyalty (t count 3.899 > t_{table 1.661; sig 0.000), making it the most dominant factor. Simultaneously, service quality and promotion have a significant influence on customer loyalty (F count 99.625 > F table 3.10; sig 0.000) with a coefficient of determination (Adjusted R²) of 0.675. This finding confirms that 67.5% of customer loyalty is determined by the combination of service and promotion. Management is advised to continue optimizing digital and conventional promotional strategies without neglecting service quality standards to create stronger and sustainable emotional engagement with customers in the future.

Keywords: Service Quality, Promotion, Customer Loyalty, Pegadaian.

Downloads

Download data is not yet available.

References

Ansar HK, Buyung Romadhoni & Syarthini Indrayani (2025).

The Influence of Service Quality and Satisfaction on Customer Loyalty at PT. Meida Wisata Tour and Travel — International Journal of Economic Research and Financial Accounting.

Ardani, P. A., Agung, A. A. P., & Prayoga, I. M. S. (2021). Pengaruh service quality, perceived value dan image terhadap customer loyalty pada The Ulin Villas and Spa Seminyak. EMAS, 2(1).

Ayuni, D. M. (2020). Pengaruh promosi penjualan dan kualitas layanan terhadap loyalitas pelanggan Guardian Health & Beauty Retail. Jurnal Manajemen dan Bisnis Madani, 2(2).

Barata, A. A. (2004). Dasar–dasar pelayanan prima. PT Elex Media Komputindo.

Fikri, S., Wiyani, W., & Suwandaru, A. (2016). Pengaruh kualitas pelayanan terhadap kepuasan dan loyalitas mahasiswa. Jurnal Bisnis dan Manajemen, 3(1).

Ferdinand, A. (2006). Metode penelitian manajemen: Pedoman penelitian untuk skripsi, tesis dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.

Griffin, J. (2005). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Erlangga.

Ghozali, I. (2012). Aplikasi analisis multivariate dengan program IBM SPSS 20. Badan Penerbit Universitas Diponegoro.

Hamdani, N. A. (2017). Pengaruh kualitas pelayanan dan promosi terhadap kepuasan konsumen pada Pizza Express Jakarta. Jurnal Wacana Ekonomi, 16(2), 90–96.

Hersona, S., Setiawan, H., & Pramudya, R. (2013). Manajemen pemasaran dalam perspektif teori dan praktik. Graha Ilmu.

Insani, N. A., & Madiawati, P. N. (2020). Pengaruh kualitas pelayanan, harga, dan promosi terhadap loyalitas pelanggan GoFood di Kota Bandung. Jurnal Ilmiah MEA, 4(3), 112–122.

Jumriani Ansar, Buyung Romadhoni & Syarthini Indrayani (2024).

The Influence Of Service Quality, Product Innovation And Promotion On Customer Loyalty — International Journal of Economic Research and Financial Accounting (IJERFA).

Kotler, P., & Armstrong, G. (2014). Principles of marketing (12th ed.). Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Kotler, P., & Keller, K. L. (2012). Manajemen pemasaran (Edisi 12). Erlangga.

Kurnianingsih, A. (2021). Kualitas layanan dan nilai pelanggan: Pengaruhnya terhadap kepuasan dan loyalitas. Jurnal Manajemen dan Retail, 1(2), 62–84.

Lupiyoadi, R. (2014). Manajemen pemasaran jasa. Salemba Empat.

Lubis, N. S. D. & Gunawan, D. (2023). Analisis pengaruh kualitas pelayanan dan promosi terhadap loyalitas nasabah melalui kepuasan nasabah sebagai variabel intervening (Studi kasus PT Pegadaian Kantor Cabang Tebing Tinggi). Management and Business Progress, 2(1), 25–33.

Novianti, N., Endri, E., & Darlius, D. (2018). Kepuasan pelanggan memediasi pengaruh kualitas pelayanan dan promosi terhadap loyalitas pelanggan. MIX: Jurnal Ilmiah Manajemen, 8(1), 90–108.

Otoritas Jasa Keuangan. (2020). Statistik lembaga keuangan 2020. OJK.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33–44.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Putri, Y. L., & Utomo, H. (2017). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening. Among Makarti, 10(1).

Rahayu, S., & Syafe’i, D. (2022). Pengaruh kualitas pelayanan, harga, dan promosi terhadap loyalitas pelanggan melalui kepuasan pelanggan. Jesya: Jurnal Ekonomi dan Ekonomi Syariah, 5(2), 2192–2107.

Rangkuti, F. (2009). Strategi promosi yang kreatif dan analisis kasus integrated marketing communication. PT Gramedia Pustaka Utama.

Robinette, C. (2011). Emotion marketing: The Hallmark way of winning customers for life. The Free Press.

Santoso, S. (2012). Panduan lengkap statistik dengan SPSS untuk penelitian. PT Elex Media Komputindo.

Sasongko, S. R. (2021). Faktor-faktor kepuasan pelanggan dan loyalitas pelanggan. Jurnal Ilmu Manajemen Terapan, 3(1), 104–114.

Sudarsono, H. (2020). Manajemen pemasaran. Pustaka Abadi.

Sugiyono. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Tjiptono, F. (2015). Strategi pemasaran. Andi.

Tjiptono, F., & Chandra, G. (2011). Service, quality, and satisfaction (Edisi 3). Andi.

Downloads

Published

04/30/2026

Issue

Vol. 15 No. 1 (2026)

Section

Articles

License

Copyright (c) 2026 JURNAL EKONOMI SAKTI (JES)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.